Pengaruh Celebrity Endorser dan Tagline Terhadap Keputusan Pembelian Bolu Napoleon di Jln Wahid Hasyim Medan

Abstract

This study aims to determine "The Effect of Celebrity Endorser and Tagline on Decision of Bolu Napoleon at Jln. Wahid Hasyim Medan". This type of research is associative research, which is a study that is asking about the relationship between two variables. The population in this study were all consumers who bought Napoleon Bolu at Jln. Wahid Hasyim Medan. And by using accidental sampling, the number of samples in this study were 50 respondents taken from a small portion of the population. The research analysis technique uses multiple linear analysis partial test (t test), and simultaneous test (f test). test the coefficient of determination. Based on the results of the t test it can be seen that t count on the Celebrity Endorser variable of 4.879 is greater than t table of 1.679 with the probability of t being sig 0.000 smaller than the significance limit of 0.05. Based on these values, the Celebrity Endorser variable has a positive and significant effect on the Purchase Decision variable. In the Tagline variable of 7.531 greater than t table of 1.679 with probability t that is sig 0.000 smaller than the significance limit of 0.05, the Tagline variable partially has a positive and significant influence on the Purchase Decision variable. Based on the results of the F test, the calculated F value is 129.582 > 3.18 with sig 0,000 < 0.05, indica meaning Celebrity Endorser and Tagline simultaneously have a positive and significant effect on the Purchase Decision variable. The value of R Square obtained is 0.84. To see the influence of independent variables on the dependent variable by calculating the coefficient of determination (KD) = R2 x 100 %, KD is obtained 84%. This figure shows that 84% of Purchase Decisions (dependent variables) can be explained by Celebrity Endorsers and Taglines. The remaining 16 % is influenced by other factors not explained in this study.